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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Editor's letter: Creative action

This has always been a creative, driven sector, but the pressures of the pandemic have inspired a new outpouring of creativity, leading to the emergence of new models, partnerships and concepts

By Liz Terry, Leisure Media | Published in Health Club Management 2021 issue 10
Xponential has signed a deal with Fitness International / PHOTO: XPONENTIAL
Xponential has signed a deal with Fitness International / PHOTO: XPONENTIAL
At the heart of this is creative thinking that seeks new partnerships and audiences and rewrites the rules

They say necessity is the mother of invention and while one of the downsides of the pandemic has been extreme stress, there’s also been an upside in the form of a huge outpouring of creativity.

When everything is on the line, the pure adrenaline of the situation can give clarity of vision, reveal new solutions and opportunities and embolden people to take risks and step outside their comfort zone.

The pandemic has also made many people question the rules by which business has always been done and look for better ways and the industry is now benefitting from this effect in spades, as existing operators, investors and entrepreneurs bring new concepts and partnerships to market at a rate we haven’t seen since the sector first emerged in the 1980s.

Much of this change is being driven by operators who’ve realised that growth can be accelerated through new partnerships and business models and also by ‘repacking’ existing offerings for new audiences.

In this issue, we highlight a number of key examples, including a new deal struck between Xponential Fitness and Fitness International (page 30), which will see Xponential’s nine franchise brands being set up in LA Fitness and City Sports Club locations across the US.

The deal is for 350 locations over five years, with the new club-in-club offerings being proposed as an upsell.

Owner-operated businesses have traditionally seen themselves as being in competition with franchises, but this deal turns that thinking on its head and opens up opportunities for collaboration across the sector.

It also plays to the need for traditional health club operations to find ways of upselling to avoid stagnation in growth, without incurring a huge increase in costs.

Also announcing an innovative collaboration this month is F45, which has partnered with OneSpaWorld – a spa operator on land and at sea which is led by Steiner Leisure and Elemis founder, Leonard Fluxman.

Under the multi-year agreement, F45 will deliver its branded workouts on-board cruise ships owned by Royal Caribbean subsidiary, Celebrity Cruises, with the first to launch being on board Celebrity Apex. F45 says it’s targeting the 30m people who take a cruise every year.

New gym models are also continuing to emerge, with 1Rebel’s James Balfour revealing 1Rebel Labs Studio (page 34) and Until London (page 22) creating a chain of private members clubs for PTs.

Hussle has also been challenging the industry’s received wisdom and partnering with McDonald’s (page 72).

At the heart of all this is a creative way of thinking that targets fresh audiences, seeks new partnerships, and challenges and rewrites the rules about what is possible.

Liz Terry, HCM editor
[email protected]
@elizterry
https://www.leisureopportunities.co.uk/images/2021/704154_746640.jpg
Property deals, licencing and IP collaborations are opening up new opportunities across the sector and demanding our attention, says Liz Terry
HCM magazine
Can partnerships and affiliations with less obvious companies, such as fast food brands, help the industry tap into a new demographic, or is the potential for them to compromise our reputation too big a risk to take? asks Abi Harris
HCM magazine
Which messaging is most effective at inspiring people to get active and why? Researchers at the University of Waterloo in Canada set out to find out, as Tom Walker reports
HCM magazine
This has always been a creative, driven sector, but the pressures of the pandemic have inspired a new outpouring of creativity, leading to the emergence of new models, partnerships and concepts
HCM Magazine
Interview
There are failure points in the member journey  in any club. We’re looking to create a journey that addresses those points of vulnerability and difficulty
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A new app called Trakk, from Pulse Fitness, promises triple benefits to operators, says Chris Johnson
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HCM People
IHRSA is now on a mission to bring the global industry together
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Sponsored
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Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
Latest News
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
Latest News
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
Latest News
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families, ...
Latest News
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
Latest News
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Latest News
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Feet on the ground, fitness in the clouds
Life Fitness has launched a new mobile app named Life Fitness Connect to provide the ultimate workout experience.
Featured supplier news
Featured supplier news: Precor reaffirms itself in premium sector with introduction of two new cardio range colours
Fitness equipment manufacturer Precor has launched two sleek new colours for its cardio range; Black Pearl and Storm Grey.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Physical Company Ltd
Sport Alliance GmbH
Company profiles
Company profile: RISE Fitness Franchise
RISE is a brand-new franchise created to fill an emerging gap. Outdoor workouts have become ...
Company profiles
Company profile: Mediana Co., Ltd.
Mediana specialises in the manufacture of medical and health care devices, such as body composition ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Power Plate: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Salt therapy products
Himalayan Source: Salt therapy products
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

features

Editor's letter: Creative action

This has always been a creative, driven sector, but the pressures of the pandemic have inspired a new outpouring of creativity, leading to the emergence of new models, partnerships and concepts

By Liz Terry, Leisure Media | Published in Health Club Management 2021 issue 10
Xponential has signed a deal with Fitness International / PHOTO: XPONENTIAL
Xponential has signed a deal with Fitness International / PHOTO: XPONENTIAL
At the heart of this is creative thinking that seeks new partnerships and audiences and rewrites the rules

They say necessity is the mother of invention and while one of the downsides of the pandemic has been extreme stress, there’s also been an upside in the form of a huge outpouring of creativity.

When everything is on the line, the pure adrenaline of the situation can give clarity of vision, reveal new solutions and opportunities and embolden people to take risks and step outside their comfort zone.

The pandemic has also made many people question the rules by which business has always been done and look for better ways and the industry is now benefitting from this effect in spades, as existing operators, investors and entrepreneurs bring new concepts and partnerships to market at a rate we haven’t seen since the sector first emerged in the 1980s.

Much of this change is being driven by operators who’ve realised that growth can be accelerated through new partnerships and business models and also by ‘repacking’ existing offerings for new audiences.

In this issue, we highlight a number of key examples, including a new deal struck between Xponential Fitness and Fitness International (page 30), which will see Xponential’s nine franchise brands being set up in LA Fitness and City Sports Club locations across the US.

The deal is for 350 locations over five years, with the new club-in-club offerings being proposed as an upsell.

Owner-operated businesses have traditionally seen themselves as being in competition with franchises, but this deal turns that thinking on its head and opens up opportunities for collaboration across the sector.

It also plays to the need for traditional health club operations to find ways of upselling to avoid stagnation in growth, without incurring a huge increase in costs.

Also announcing an innovative collaboration this month is F45, which has partnered with OneSpaWorld – a spa operator on land and at sea which is led by Steiner Leisure and Elemis founder, Leonard Fluxman.

Under the multi-year agreement, F45 will deliver its branded workouts on-board cruise ships owned by Royal Caribbean subsidiary, Celebrity Cruises, with the first to launch being on board Celebrity Apex. F45 says it’s targeting the 30m people who take a cruise every year.

New gym models are also continuing to emerge, with 1Rebel’s James Balfour revealing 1Rebel Labs Studio (page 34) and Until London (page 22) creating a chain of private members clubs for PTs.

Hussle has also been challenging the industry’s received wisdom and partnering with McDonald’s (page 72).

At the heart of all this is a creative way of thinking that targets fresh audiences, seeks new partnerships, and challenges and rewrites the rules about what is possible.

Liz Terry, HCM editor
[email protected]
@elizterry
https://www.leisureopportunities.co.uk/images/2021/704154_746640.jpg
Property deals, licencing and IP collaborations are opening up new opportunities across the sector and demanding our attention, says Liz Terry
Latest News
Boxx has launched a new generation punch bag and smart punch trackers that work with ...
Latest News
The Global Wellness Institute (GWI) and BBC Storyworks have struck up a partnership to create ...
Latest News
The global wellness economy will grow by 9.9 per cent annually and reach US$7trn by ...
Latest News
Inclusive Fitness Boston, a health club created specifically for those with disabilities and their families, ...
Latest News
The Women in Fitness Association (WIFA), is partnering with Sport Alliance to undertake a survey ...
Latest News
Location and cost are the top considerations for consumers when it comes to choosing a ...
Latest News
Increases in COVID-19 cases across Europe are forcing governments to introduce restrictions, which is having ...
Latest News
Exercise has been found to increase levels of endocannabinoids – cannabis-like substances produced by the ...
Latest News
People suffering from mild depression should be offered exercise, mindfulness, therapy or meditation before medication, ...
Latest News
Total Fitness plans to launch a new-style health club model, with plans already in the ...
Latest News
Fitness operator Crunch Fitness says it's continued its recovery from lockdowns, with membership levels across ...
Opinion
promotion
FitnessOnDemand’s divisional vice president Uday Anumalachetty discusses what live fitness really means for clubs and their members today
Opinion: Why we need to reimagine what live fitness really means
Featured supplier news
Featured supplier news: Feet on the ground, fitness in the clouds
Life Fitness has launched a new mobile app named Life Fitness Connect to provide the ultimate workout experience.
Featured supplier news
Featured supplier news: Precor reaffirms itself in premium sector with introduction of two new cardio range colours
Fitness equipment manufacturer Precor has launched two sleek new colours for its cardio range; Black Pearl and Storm Grey.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Featured operator news
Featured operator news: Sporting heroes to officially open £22 million redevelopment at Everyone Active centre
A £22 million redevelopment project will be unveiled at Grange Paddocks Leisure Centre, as part of the official launch of the state-of-the-art centre.
Video Gallery
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Physical Company Ltd
Sport Alliance GmbH
Company profiles
Company profile: RISE Fitness Franchise
RISE is a brand-new franchise created to fill an emerging gap. Outdoor workouts have become ...
Company profiles
Company profile: Mediana Co., Ltd.
Mediana specialises in the manufacture of medical and health care devices, such as body composition ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Exercise equipment
Power Plate: Exercise equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Spa software
SpaBooker: Spa software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Salt therapy products
Himalayan Source: Salt therapy products
trade associations
International SPA Association - iSPA: trade associations
Architects/designers
Zynk Design Consultants: Architects/designers
Wearable technology solutions
MyZone: Wearable technology solutions
Property & Tenders
Welwyn Garden City
Welwyn Hatfield Borough Council
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
07-10 Apr 2022
Exhibition Centre , Cologne, Germany
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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